This paper explores the academic literature and empirical evidence associated with the strategic and tactical opportunities available to pharmaceutical firms confronted with the loss of patent protection on their branded drug. The marketing dimensions of product innovation, pricing and brand...

This paper focuses on the literature related to customer lifetime value measurement. It first discusses the issues related to the context of CLV measurement and presents a contextual framework for understanding and categorizing models of CLV. The paper then reviews some prominent models for...

Customer relationship management (CRM) has been a cornerstone of marketing for sustainable profitability for many years.CRM means leveraging databases of customers to increase profitability. These databases primarily contained information on customers and their past customer-firm interactions to...